In the quest for engaging ethnographic insight in organizations on a more fundamental level than mere ‘innovation drivers’, theatre offers ways of triggering a change in conversations through emotional engagement. This paper discusses the impact of using theatre with professional actors to convey the outcome of ethnographic ‘user studies’ to industry and academia. In a project on indoor climate control with five company partners, the field studies brought about controversial findings, like ‘Indoor comfort is what people make’ – as opposed to something fully controlled by technology and ‘provided’ to inhabitants. We explore how theatre improvisation can convey such findings and thus support the provoking role that ethnography may play in organizations. Based on the study of two theatre sessions, we will articulate the importance of balance between playful and serious, of explorative discussion, and of supportive event planning and space layout to achieve audience engagement.